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    Hira Madni
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    The document discusses different methods for measuring attitudes, including facial expressions and reactions to measure latent constructs, increasing scale sensitivity by offering more choices, and various scaling techniques like non-comparative summated scales where respondents allocate 100 points across categories; semantic differential scales with discrete values; graphic rating scales using sliders; ladder scales; and multi-dimensional item scales involving categories. It examines measuring dimensions like affective and cognitive responses and capturing intentions to act.

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    The document discusses different methods for measuring attitudes, including facial expressions and reactions to measure latent constructs, increasing scale sensitivity by offering more choices, and various scaling techniques like non-comparative summated scales where respondents allocate 100 points across categories; semantic differential scales with discrete values; graphic rating scales using sliders; ladder scales; and multi-dimensional item scales involving categories. It examines measuring dimensions like affective and cognitive responses and capturing intentions to act.

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    70 views7 pages

    Chapter 14 MBR CLASS NOTES

    Uploaded by

    Hira Madni
    The document discusses different methods for measuring attitudes, including facial expressions and reactions to measure latent constructs, increasing scale sensitivity by offering more choices, and various scaling techniques like non-comparative summated scales where respondents allocate 100 points across categories; semantic differential scales with discrete values; graphic rating scales using sliders; ladder scales; and multi-dimensional item scales involving categories. It examines measuring dimensions like affective and cognitive responses and capturing intentions to act.

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    © All Rights Reserved
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    Chapter 14 – Attitude Scaling – MBR Lecture Notes

    We don’t measure directly; we measure the latent constructs/hidden constructs that can be measured.

    Neuro marketing – example

    Facial expressions

    Reaction they had when they saw something on screen

    We measure various dimensions

    Affective, cognitive

    You increase the sensitivity by increasing choices in the scale.

    Non-comparative scale – summated scale

    We ask the person to allocate points and should sum up to 100 (divide 100 points)

    Mileage – 40 points

    Availability of spare parts -

    Resale Value –

    Design

    Price

    Semantic differential – discreate values (breaks in the line)

    Graphic rating scale. (slider on the line)

    Ladder scale

    Visual communication scale

    Intention to Act
    Multi-dimensionnel/item scale. – Categories

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